Norway team shipped 660 pounds of salmon, trout to the World Cup. Here’s why
Norway superstar Erling Haaland deservedly has made headlines and gone viral on social media at this World Cup after scoring seven goals in four games heading into Saturday’s quarterfinal against England at Hard Rock Stadium.
But there is another member of the Norwegian delegation that has flown largely under the radar and is worthy of mention as he has provided a massive assist in leading Norway in its first World Cup in 28 years.
Team chef Aron Espeland, leaving nothing to chance, had 1,276 pounds of food shipped from Norway to the team’s base camp in Greensboro, North Carolina, for the six weeks they are in the United States, including 660 pounds of Norwegian salmon and trout, 220 pounds of halibut, 176 pounds of Norwegian brown cheese, and 220 pounds of Jarlsberg cheese.
He stressed that it is not lack of confidence in the quality of food in the United States, but rather, wanted Norway’s players to eat food with which they are accustomed.
“People often ask why we brought salmon from Norway all the way to the United States. It was about consistency,” Espeland said. “Our players know the quality, taste and versatility of the product and that familiarity allows us to prepare meals with confidence every day. At this level, every meal has a purpose, and salmon from Norway is an important part of helping our players prepare, perform and recover.”
Norwegian salmon primarily refers to farm-raised Atlantic salmon originating from the cold, clear fjords and coastal waters of Norway. As the world’s largest producer, Norway’s salmon and other seafood has been branded and marketed worldwide as “Seafood from Norway.”
“Salmon from Norway appears on our menu throughout the tournament because it’s an ingredient that fits naturally into a performance-focused kitchen,” Espeland said. “Whether we’re preparing a pre-match dinner or a recovery meal, it allows us to serve dishes the players look forward to eating while they’re away from home.”
Ahead of Saturday’s quarterfinal against England, the Norwegian Seafood Council plans to have a giant aerial banner featuring Haaland flying over Miami Beach. The message on the banner will read: “I choose salmon from Norway. Eat the best. Be your best”.
Norway supporters and beachgoers are invited to gather beneath the banner at 10 a.m. at the 12th Street Lifeguard Tower and participate in Norway’s signature viral Viking Row.
The Norwegian Seafood Council has had a partnership agreement with Haaland and Norway’s women’s and men’s national teams since 2024
Karine Rød Haraldsson, USA Director of the Norwegian Seafood Council, said: “To encourage meat-loving Americans to replace some of their protein with seafood, preferably Norwegian seafood, Haaland is a fantastic ambassador for us. He is a superstar and has fronted several of our campaigns in the United States. By letting his image soar over Miami, we are quite literally taking our partnership to new heights.”